Halal Beauty Market

featured-post
sector - beauty
sector - health & wellness
type - market focus
Market Focus
In the wake of an inclusivity upheaval, beauty brands are swapping one-size-fits-all strategies for those that consider religious and ethical restrictions

Drivers: what’s happening

In an industry once built on scalability – develop a product, change the colour or texture and sell it to the masses – this is a change that is long overdue.

Now brands are paying closer attention to the nuanced requirements of their ever-more diverse consumer base –notably, the need for halal products. According to Catherine Collins, founder of Constellar Consultancy, there are now more than 2bn Muslims in the world, driving a demand for halal-certified products, particularly in Indonesia – with Malaysia and Saudi Arabia expected to follow suit.

Global spending on cosmetics by Muslim consumers will hit $93bn (£73bn, €87bn) within three years, according to a recent report. Coinciding with this is the increase in stricter regulations in the beauty industry, as brands move away from ambiguous marketing towards clearer labelling. In Muslim-dominated countries such as Indonesia, the Halal Law requires a mandatory halal certification of consumer goods and services.

‘The global halal beauty market is exploding,' explains Fizah Pasha, founder and CEO of Brulée Beauty. ‘It [makes] more sense for halal-friendly brands to become certified, to offer this burgeoning market a guarantee that wholesome ingredients and strict manufacturing and production regulations are being adhered to.’

Published by:

10 May 2022

Author: Zeynab Mohamed and Olivia Houghton

Image: Photography by Cottonbro

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Photography by Cottonbro

Market shifts: what’s new

Muslim-owned brands

This gap in the market has led to a boom in beauty brands by Muslims for Muslims, as a level of understanding of their religious beliefs is required in order to be successful. Sunna Musk, for example, is one of the few Muslim-founded fragrance brands on the market, allowing it to ensure halal status is achieved. 'We define halal based on the rulings of the Scholars/Muftis,' says its CEO Kazi Abidur Rahman, highlighting how its oil-based fragrances are alcohol-free 'which means you can pray with them and have no issue with wearing them'. Problem-solving innovation is also reaching the nailcare market. With Muslims engaging in five daily prayers, they're required to perform Wudu, an act of ablution in which water must pass through parts of the body, including nails. Recognising that water isn’t able to pass through to the nails if a person is wearing polish, ORLY contains new oxygen technology, a breathable formula that allows water vapour to pass through.

Extra Ethical

There is also a drive towards vegan products, as people recognise the role the environment plays in halal lifestyles. Halal skincare brand Flora & Noor, for example, is also vegan and eco-forward. ‘People don’t even realise it is also how the product is made – in terms of packaging, being environmentally friendly and environmentally conscious. That’s also a part of being halal,’ Jordan Karim, the founder of Flora & Noor, tells Byrdie. The crossover between vegan and halal brands is closely knit, and often vegan brands will associate with halal labelling. ‘Aligning with a halal-friendly standard guarantees a product that is clean, vegan-friendly and cruelty-free, a requirement that is highly demanded by consumers, regardless of their religion or custom,’ explains Fizah Pasha, founder and CEO of Brulée Beauty, a vegan brand that is working on its halal certification.

‘Modern halal beauty brands are dialling up the key ingredients of a product rather than focusing exclusively on the halal seal’
Prita Anindya Laksmita, beauty expert lead, Kantar Consulting
 
 

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